CII MARKET PLACE

Whirlpool, right from its inception in 1911 as first commercial manufacturer of motorized washers to the current market position of being the leading global manufacturer and marketer of major home appliances, with annual sales of approximately $19 billion in 2013, 69,000 employees, and 59 manufacturing and technology research centers around the world, has always set industry milestones and benchmarks. The parent company is headquartered at Benton Harbor, Michigan, USA The company markets its products under Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Consul, and Bauknecht. The company boasts of resources and capabilities beyond achievable feat of any other in the industry. Whirlpool initiated its international expansion in 1958 by entering Brazil. However, it emerged as truly global leader in the 1980's. This encouraging trend brought the company to India in the late 1980s. It forayed into the market under a joint venture with TVS group and established the first Whirlpool manufacturing facility in Pondicherry. Soon Whirlpool acquired Kelvinator India Limited in 1995 and marked an entry into Indian refrigerator market as well. The same year also saw acquisition of major share in TVS joint venture and later in 1996, Kelvinator and TVS acquisitions were merged to create Whirlpool of India Limited. Today, Whirlpool is among the most recognized brands of home appliances in India with strong market positions in refrigerators, washing machines, microwaves, and air conditioners. It has recently expanded its business to water purifiers and built-in kitchen appliances. With annual sales of Rs 3400 crore, 3 manufacturing facilities at Faridabad, Pondicherry and Pune, global technology and design centres located at Pune and Gurgaon respectively, Whirlpool of India is committed to creating better lives, better homes and a better world.